Give SMBs What They Want
As a VAR, what are the top three things that would make your company more successful this year (e.g. more salespeople, technical training, new markets)? If a company came along that could solve two of your three biggest challenges, would you be willing to engage with that company? If the price was right and the company delivered on its promise to eliminate those two challenges, it's likely that you would go back to that company for future needs. That's the whole idea behind the concept of being a trusted advisor — a concept that is especially relevant for your SMB customers, because many do not have the resources to install and manage the data infrastructures that have become so critical to all businesses.
I admit the phrase 'trusted advisor' is one of the most overused in technology. However, it is the best description of the exalted status that VARs are trying to achieve. When do you consider yourself a trusted advisor? One way to be sure is when customers come to you and say, "Just get it done. I don't need to see a quote. I'm sure it will be as fair as all of your previous charges." Many words have been written and spoken about the subject of winning SMB customers, but it all comes down to one simple idea: Give your customers what they want, and you will become their trusted advisor.
Identify Customers' Business Objectives
The first step in knowing what your customers want is to identify their business goals. It's not enough to be a technology reseller these days. There are plenty of online companies that sell the same products you sell. It's critical to gain the deepest understanding of your customers before broaching the subject of technology. Remember, SMB companies are often less interested in technology and more interested in protecting and growing their businesses. In fact, many SMBs aren't interested in the technology at all.
For example, think about your top five accounts. Do you know what each of them expects to achieve in 2008 and 2009? What is most important to each of them? For some, the answer may be to grow sales. Others may need more qualified personnel. Just imagine the competitive advantage you will gain when you align your products and services with their business goals. If you are a VAR that is an SMB, make sure to relate your experiences to your SMB customers. They are likely to open up to you if they know you are facing the same types of struggles. If you're a big VAR or integrator, relate the experiences you've had working with your SMB customers.
Put Customers' Needs Ahead Of Yours
In this ever-changing, product-centric world of technology, it's not unusual to get caught up in the "what product can I sell to increase sales" mindset. Chances are, you're not going to get very far with that approach. Even if you've developed a custom solution, realize that it may not be a good fit for all of your customers. If you honestly evaluate your customers' business needs, you may discover that you can't offer your products and services to some SMBs. That's OK. When I was a VAR, there were times when I knew my company could not provide the product or the service that a customer needed. I gained a lot of political capital by sending the customer to a partnering VAR that could help them. Nine times out of ten, those customers came back for future business. I had earned their trust.
When you boil it all down, what SMBs want is really no different from what any other businesses want. We're all looking for a partner at times — someone who can give us a little help when needed — someone we can trust to help us grow our businesses. This supplement contains success stories of VARs that have achieved trusted advisor status. These are real-life case studies that may serve as inspirations to you. As you're striving to grow your business, think about those things you value most as a businessperson. Then, build a business model that delivers those services to your customers, whether they are SMBs or enterprises. Finally, if you achieve trusted advisor status, don't ever take it for granted.